Degree Men 2

My favorite pieces and the stories behind them.

Client / Degree MenMedia / Digital, Consumer PromotionChallenge / Leverage a partnership with the U.S. Men's National Team at the 2014 World CupIdea / An integrated, digital platform: Degree is sending every U.S. fan to Brazil

Fans upload photos to a microsite to create a badge and add their faces to the fan flag.

Uploaded photos are aggregated to create a digital fan flag on the microsite.

Fans sign into the microsite to find their photos and share to social media.

Official fan banner unveiled on Good Morning America before traveling to Brazil to support the team.

I am not a U.S. Men’s soccer fan. In fact, I don’t watch soccer at all. But in true creative form, I really became a believer in the months leading up to the 2014 World Cup.

By all accounts, the USMNT didn’t stand a chance in the tournament. Our mission was to galvanize the fans. So, we teamed up with the American Outlaws and the rest of the USA to build support for the ultimate underdogs.

In the initial phase, we invited diehard fans and bandwagon jumpers to show their support for the USMNT in social, while entering for a chance to win the ultimate fan experience at the World Cup in Brazil.

The photo uploads were then used to create an epic fan banner. Once complete, it was unveiled on Good Morning America and displayed in the team’s training facility in Sao Paolo as a physical reminder of the support back home.

The team went on to survive the Group of Death. Coincidence? Nope. Am I still a USMNT fan? Check back in 2018.